Jack Chambers-Ward hosts Search With Candour with guest Faezeh Shafiee, a freelance international SEO content specialist, to discuss how to build an interview-based content campaign with the assistance of AI.

During this campaign, Faezeh used expert interviews to create a multi-channel content campaign, turning an initial plan into interviews with three women leaders in sustainability. Faezeh explains the end-to-end process from planning, interviewing in both English and Spanish, recording and transcribing, to translating/localising, article structure, keyword research and repurposing into social, email, and other channels.

00:00 Welcome to Search With Candour

01:01 Subscribe & listener call-to-action before the chat

02:04 Meet Faezeh Shafiee

04:09 Why this campaign now: International Women’s Day + interview-based content

05:17 From idea to execution: turning one interview into three

11:00 Using AI as an assistant

15:03 Keeping authentic voices and avoiding hallucinations

19:52 Results & business impact

24:06 Are interviews more valuable in the AI era? 

27:21 The deeper why: women’s rights, personal context, and amplifying global voices

32:44 Why individual action and content matter

34:33 Storytelling as a content superpower

38:54 Using AI for transcription, translation & editorial surprises

44:10 What Faezeh learned from the campaign

46:56 How to use AI responsibly

48:45 Actionable Tip: Stop doomscrolling

51:43 Tool Recommendation: Conduit for internet access solidarity

53:39 What Faezeh’s enjoying: Watercolour painting and Bob Ross

56:45 Wrap-Up and next episodes

Jack Chambers-Ward hosts a solo episode of Search With Candour recapping seven major SEO and digital marketing news stories from the first six weeks of 2026, previously covered in the Core Updates newsletter. He highlights Google’s Universal Commerce Protocol (UCP) for agentic commerce and checkout capabilities, Google’s Business Agent for brand-voice shopper conversations, and Google’s Personal Intelligence initiative that personalises experiences by connecting Gemini to apps like Gmail, YouTube, Photos, and Search. He also covers Gemini-powered AI Insights in Google Trends, Chrome’s agentic “auto browse” features that can complete multi-step tasks, a SparkToro study showing AI/LLM recommendations are highly inconsistent, and the February 2026 Google Discover core update aimed at reducing sensational clickbait, improving local relevance, and addressing self-promotional “self-ranking” listicles. Jack notes plans for ongoing monthly news recap episodes and points viewers to links in the show notes for all sources.

Links to resources/references:

1. https://developers.googleblog.com/under-the-hood-universal-commerce-protocol-ucp/
2. https://support.google.com/brandprofile/answer/16410382
3. https://blog.google/innovation-and-ai/products/gemini-app/personal-intelligence/
4. https://blog.google/products-and-platforms/products/search/google-trends-explore-with-ai/
5. https://blog.google/products-and-platforms/products/chrome/gemini-3-auto-browse/
6. https://sparktoro.com/blog/new-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility/
7. https://developers.google.com/search/blog/2026/02/discover-core-update

00:00 Introduction

02:34 Candour Website Builds: Why SEO Must Be Baked In From Day One

04:17 Story #1: Google’s Universal Commerce Protocol (UCP) for Agentic Commerce

08:52 Story #2: Google Business Agent - Branded AI Chat for Retailers

11:50 Story #3: “Personal Intelligence” and the Start of Fully Personalised Search

15:09 Story #4: Gemini-Powered Google Trends Insights

17:02 Story #5: Chrome “Auto Browse” & Gemini in the Browser

22:54 Story #6: SparkToro Study: Why AI Brand Recommendations Are Inconsistent

31:51 Story #7: February 2026 Google Discover Core Update

34:35 Wrap-Up and upcoming episode

Join Jack Chambers-Ward as he sits down with Alex Dees, co-founder and CEO of Meridian, to discuss how to optimise your brand and sites for AI-driven search engines like ChatGPT, AI Mode, and Perplexity.

Discover strategies and insights on increasing visibility in the age of AI, if “chunking” your content works, and the future of e-commerce and agentic commerce.Follow Alex:

Website: https://trymeridian.com/

LinkedIn: https://www.linkedin.com/in/alex-dees

00:00 Introduction and Welcome

01:22 Guest Introduction: Alex Dees

01:47 The Rise of AI in Search

02:18 Optimising for AI Search

03:58 The Future of SEO and AI

11:55 Measuring Success in AI Search

16:38 Strategies for Effective AI Marketing

17:45 Content Structuring and Chunking

27:20 Combining Data for Better Insights

30:15 AI in E-commerce

31:31 The Future of E-commerce and AI

32:17 The Role of Structured Data in AI

33:41 Agentic Commerce: Trends and Insights

35:23 Google's Universal Commerce Protocol (UCP)

36:04 Challenges and Opportunities in Agentic Commerce

44:23 The Impact of AI on Small vs. Big Businesses

46:53 The Growing Importance of Video Content

49:17 Actionable Recommendations for AI Search

52:59 Final Thoughts and Recommendations

In this episode of Search With Candour, host Jack Chambers-Ward is joined by SEO experts Chris Green and Amaka Chukwuma to discuss the SEO chapter of the Web Almanac 2025.

Together, they delve into the process behind writing the chapter, trends in SEO, impacts of AI and LLM crawlers, structured data adoption, and the importance of resisting hype in the SEO industry.

00:00 Introduction and Guest Introduction

00:27 Discussing the Web Almanac 2025

01:38 Welcoming the Guests

03:15 SEO Chapter Insights

04:09 Data Analysis and Process

11:37 SEO Trends and Surprises

20:11 Robots.txt and Web Standards

30:11 Bing Bot and AI Crawlers

35:50 Legacy SEO Practices and Their Impact

38:16 The Rise of AI Crawlers

39:58 Adoption and Implementation of LLMs

48:59 Structured Data and Schema Markup

56:36 The Future of SEO and the Web

01:03:12 Closing Thoughts and Upcoming Topics

📖 The SEO Chapter of the web almanac 2025: https://almanac.httparchive.org/en/2025/seo

Follow Amaka:

🔗 LinkedIn: https://www.linkedin.com/in/amaka-chukwuma-jubilee/

Follow Chris:

🔗 Website: https://www.torquepartnership.com/

🔗 LinkedIn: https://www.linkedin.com/in/chrisgreenseo/

🔗 Bluesky: https://bsky.app/profile/chris-green.net

Join Jack Chambers-Ward and Mark Williams-Cook for a special episode of Search With Candour, where they recap the top SEO conferences of 2025 and share their most anticipated events for 2026.

From Brighton SEO to the SEO Brein Meetup, they discuss the highlights, unique features, and what makes each conference a must-attend. Plus, get an exclusive sneak peek into the upcoming SearchNorwich XL…

Don't miss out on insights, networking tips, and the banter you’ve come to expect from Search with Candour!

Best SEO conferences of 2025:

• https://brightonseo.com/
• https://croatiaseosummit.com/
• https://hub.seofomo.co/events/
• https://tech-seo-summit.com/
• https://searchnstuff.co.uk/search-n-stuff-antalya-conference-2026/

SEO conferences to look forward to in 2026:

• https://www.womenintechseo.com/conference/london/
• https://www.seobrein.nl/meetup
• https://hive-mcr.co.uk/
• https://searchnstuff.co.uk/search-n-stuff-london-conference-2026/
• Coming soon... https://searchnorwich.org/

00:00 Introduction and Welcome

00:20 Conference Highlights and Reflections

01:57 The Importance of Networking

04:30 Top Conferences of 2025

04:48 Brighton SEO

08:50 Zagreb SEO Summit

15:13 SEO FOMO Meetups

19:46 Tech SEO Summit

23:55 Search and Stuff Antalya

26:46 The Importance of Preparation for Conferences

27:23 Navigating Language Barriers at International Conferences

28:07 The Value of Speaker-Audience Interaction

29:35 Upcoming Conferences in 2026

30:18 WTSFest London

33:50 SEO Brien Meetups

35:39 Hive MCR

39:33 Search and Stuff London

41:43 SearchNorwich XL

49:56 Conclusion and Final Thoughts

Jack Chambers-Ward is joined by Georgie Kemp, the SEO lead at Veed.

Together, they delve into the limitless potential of video as a channel for marketers, discussing how video content can be repurposed and its SEO advantages.

Georgie emphasises the importance of authenticity and the human element in creating engaging video content. Jack and Georgie also explore the evolution of search, integrating video into SEO strategies, and leveraging AI while maintaining a human touch.

Follow Georgie:

• Website: https://www.veed.io
• LinkedIn: https://www.linkedin.com/in/georgie-kemp/
• Veed on YouTube: https://www.youtube.com/veedstudio
• Veed on Instagram: https://www.instagram.com/veedstudio/

Resources

• https://sell.g2.com/resources/webinars/capturing-demand-in-the-llm-ecosystem
• https://www.linkedin.com/feed/update/urn:li:activity:7388499289389572097/
• https://sparktoro.com/blog/its-still-seo-search-everywhere-optimization/

Veed guides for video marketing:

• https://www.veed.io/learn/video-marketing-guide
• https://www.veed.io/learn/ai-tools-for-video-editing
• https://www.veed.io/learn/ai-video-production

Georgie’s recommendations

• https://www.granola.ai/
• https://misotasty.com/recipes/miso-brown-butter-banana-bread-recipe

Time stamps

00:00 The Limitless Potential of Video Marketing

01:22 Introduction

03:26 Sponsor Message

05:13 Interview with Georgie Kemp

06:50 The Evolution of Search and Video Content

20:47 Community Engagement and Authenticity in SEO

34:47 Monitoring Brand Sentiment

35:12 The Party Analogy

35:49 Honesty in Product Comparisons

36:46 Community-Centric Content Strategy

37:55 Success in Video Generation and Editing

38:55 Comparison-Based Content

42:17 Brand Management and Visibility

48:17 AI's Role in Content Creation

55:21 Recommendations and Final Thoughts

In this week's episode of Search with Candour, Jack Chambers-Ward welcomes Nicole Lee to discuss the significance of long tail keywords in SEO and content marketing.

Jack and Nicole delve into how these keywords become even more crucial in the age of AI, focusing on creating personalised, bottom-of-funnel content.

The episode also covers Nicole's strategies for programmatic SEO, the challenges of setting client expectations, and the importance of high-intent content.

Follow Nicole

• Website: https://nicoleleemf.com/ 
• Daydream: https://www.withdaydream.com/ 
• LinkedIn: https://www.linkedin.com/in/nicolelee-marketer/ 

Recommendations

• Corner Maps: https://get.corner.inc/
• Opal: https://www.opal.so/ 
• Graphite AEO tools: https://graphite.io/five-percent/aeo-tools
• Thinking in Bets: https://www.goodreads.com/book/show/35957157-thinking-in-bets 

Timestamps

00:00 Introduction to Long Tail Keywords

01:20 Welcome to Search with Candour

01:36 Meet Nicole Lee

08:16 The Importance of Long Tail Keywords in SEO

15:55 Balancing Informational and Transactional Content

29:42 Programmatic SEO Strategies

36:11 Setting Client Expectations for Leads

37:24 High-Value Conversions and Client Examples

38:28 User Behaviour and Educated Consumers

39:57 Specialised Content and High-Intent Articles

43:50 The Art of SEO and Product Marketing

49:08 Nicole’s Recommendations

55:58 Staying Curious and Recommended Tools

01:05:19 Upcoming Guests and Future Content

In the first episode of 2026, hosts Jack Chambers-Ward and Mark Williams-Cook discuss the major SEO news stories of 2025 and make predictions for the upcoming year.

They reflect on their predictions from last year, including the impact of zero-click searches on organic click-through rates, the rise of video and visual search elements, and the importance of community and real marketing.

The episode also covers Google's AI mode rollout, the challenges posed by automated advertising and privacy laws, and potential advancements in agentic search and browser-based AI.

00:00 Introduction and New Year Greetings

00:33 SEO Predictions for 2026

01:42 Zero Click Searches and AI Summarization

07:40 Trends in Video and Visual Search

12:30 The Return of Real Marketing

20:39 Biggest News Stories of 2025

22:32 AI Mode Rollout Timeline

23:30 Personal Use of AI Tools

25:26 Global Expansion of AI Mode

25:46 AI Mode and Search Functionality Predictions

27:11 Impact of AI on Click-Through Rates

31:12 Predictions for 2026

32:34 Automation and Data in SEO

35:37 Challenges with Scraping and Indexing

40:39 Agentic Search and Browser Integration

44:52 Concluding Thoughts and Future Episodes

In the final episode of Search with Candour for 2025, Jack Chambers-Ward is joined by Greg Heilers to delve into the evolving landscape of digital PR. They discuss the current state and future of HARO (Help A Reporter Out), the impact of AI and LLMs on SEO and PR, and the growing influence of brand mentions in the age of global SEO.

Greg also shares insights about the challenges and opportunities in the industry, particularly in the Chinese market. Join us for an engaging discussion on how to stay ahead in the ever-changing world of digital PR and SEO.

Follow Greg

• JollySEO: https://jollyseo.com/

• LinkedIn: https://www.linkedin.com/in/gregheilers/ 

• Jolly SEO’s TL;DR: https://www.youtube.com/playlist?list=PLL3o9O1rRBcLKq-hSgerIS8i47HWdOAii

• Website: https://gregheilers.com/

Greg’s recommendations

• https://featured.com/
• https://www.airtable.com/ 
• https://youtu.be/ETlOSBR92Fs?si=Syh4xBbQScA2UXYh

00:00 Introduction and Opening Remarks

01:14 The Evolution of HARO and Digital PR

04:09 The Role of AI and LLMs in SEO and PR

07:15 Challenges and Strategies in Link Building

12:38 Globalisation and Language Barriers in SEO

18:18 Future Trends and Industry Insights

37:36 SEO Relevancy and Authority

38:52 Pitch Twisting and Reactive PR

39:50 GEO Relevancy and Brand Mentions

46:23 Client Communication and Expertise Sharing

54:07 Weird and Wild Link Building Requests

58:55 Actionable Recommendations and Tools

01:02:55 Exploring Chinese Culture and Final Thoughts

Jack Chambers-Ward is joined by Abi Bennetts to discuss the evolution of digital PR, the importance of brand building, and the impact of AI and LLMs on the PR landscape.

Together, they explore strategies for creating authentic, relevant content and the significance of measuring brand sentiment and awareness. Abi also shares insights on how startups can leverage digital PR effectively and predicts the integration of digital and traditional PR in the future.

Follow Abi

Website: https://www.launchpr.co.uk/

LinkedIn: https://www.linkedin.com/in/abibennetts710/

00:00 Why brand is the future of digital PR

01:09 Introduction

05:34 Welcome Abi Bennetts

07:31 The Evolution of Digital PR and Brand Strategy

10:05 The Role of AI and Authenticity in Digital PR

12:36 Combining Traditional and Digital PR Tactics

19:06 The Impact of Brand Sentiment and Trust

33:04 Utilising Experts for Authentic Brand Building

34:22 Balancing Virality and Planned Campaigns

35:36 Holistic Approach to Digital PR

36:18 SEO Integration in PR Strategies

37:15 Defining Brand Identity and Messaging

40:20 Advice for Digital PR Beginners

47:25 Measuring Success in Digital PR

53:16 Future of Digital PR and AI

56:30 Final Thoughts and Recommendations